Gee Ranasinha
@kexino.com
CEO of start-up/small business marketing agency KEXINO.
Fellow of The Chartered Institute of Marketing.
Adjunct Marketing Professor at 2 business schools.
Recovering perfectionist.
More at http://bit.ly/1coQj2Q
Fellow of The Chartered Institute of Marketing.
Adjunct Marketing Professor at 2 business schools.
Recovering perfectionist.
More at http://bit.ly/1coQj2Q
Pinned
Gee Ranasinha
@kexino.com
· Nov 13
Your customers are looking for advice, answers, and direction.
So why are you giving them sales pitches?
So why are you giving them sales pitches?
Focusing your business around efficiency is not only throttling your business growth.
It's also making you unnecessarily vulnerable when (i.e. not if) something unforeseeable rocks the market.
You cannot optimize your way to growth. Every business is a probabilistic endeavor.
It's also making you unnecessarily vulnerable when (i.e. not if) something unforeseeable rocks the market.
You cannot optimize your way to growth. Every business is a probabilistic endeavor.
January 13, 2026 at 6:19 PM
Focusing your business around efficiency is not only throttling your business growth.
It's also making you unnecessarily vulnerable when (i.e. not if) something unforeseeable rocks the market.
You cannot optimize your way to growth. Every business is a probabilistic endeavor.
It's also making you unnecessarily vulnerable when (i.e. not if) something unforeseeable rocks the market.
You cannot optimize your way to growth. Every business is a probabilistic endeavor.
I get the feeling the landscape for well-crafted marketing that seeks to engage at a human, emotional level has been usurped by content designed purely to satisfy the current hunger for quick-hit scroll fodder.
We've convinced ourselves that AI is Pavlov, while it's actually Pavlov's dog.
We've convinced ourselves that AI is Pavlov, while it's actually Pavlov's dog.
January 8, 2026 at 3:22 PM
I get the feeling the landscape for well-crafted marketing that seeks to engage at a human, emotional level has been usurped by content designed purely to satisfy the current hunger for quick-hit scroll fodder.
We've convinced ourselves that AI is Pavlov, while it's actually Pavlov's dog.
We've convinced ourselves that AI is Pavlov, while it's actually Pavlov's dog.
Your marketing isn't working because you think you know more than your buyers do, when in reality the opposite is true.
Stay humble.
Stay humble.
January 5, 2026 at 1:26 PM
Your marketing isn't working because you think you know more than your buyers do, when in reality the opposite is true.
Stay humble.
Stay humble.
Old SEO model:
What we say about ourselves, paying our way to visibility
New SEO model (inc. AI search visibility):
What others say about us, earning our way to visibility
Brand is 10x more important with AI search (and harder to fake).
What we say about ourselves, paying our way to visibility
New SEO model (inc. AI search visibility):
What others say about us, earning our way to visibility
Brand is 10x more important with AI search (and harder to fake).
January 2, 2026 at 9:08 AM
Old SEO model:
What we say about ourselves, paying our way to visibility
New SEO model (inc. AI search visibility):
What others say about us, earning our way to visibility
Brand is 10x more important with AI search (and harder to fake).
What we say about ourselves, paying our way to visibility
New SEO model (inc. AI search visibility):
What others say about us, earning our way to visibility
Brand is 10x more important with AI search (and harder to fake).
Too many businesses behave as though they're annoyed they have to go through us to get to our money.
Then they wonder why their sales are tanking...
Then they wonder why their sales are tanking...
December 30, 2025 at 10:21 AM
Too many businesses behave as though they're annoyed they have to go through us to get to our money.
Then they wonder why their sales are tanking...
Then they wonder why their sales are tanking...
People don't trust AI because it's smart. They trust it because they don't trust you.
We don't turn to AI because we love the machine.
We turn to AI as a "safe haven" when we perceive humans as biased, exhausted, or judgmental.
We don't turn to AI because we love the machine.
We turn to AI as a "safe haven" when we perceive humans as biased, exhausted, or judgmental.
December 26, 2025 at 3:23 PM
People don't trust AI because it's smart. They trust it because they don't trust you.
We don't turn to AI because we love the machine.
We turn to AI as a "safe haven" when we perceive humans as biased, exhausted, or judgmental.
We don't turn to AI because we love the machine.
We turn to AI as a "safe haven" when we perceive humans as biased, exhausted, or judgmental.
We’ve built an entire industry on the delusion that creativity should be obedient, trackable, and predictable.
It’s why 99% of brands today are interchangeable.
It’s also why every campaign looks like it came from the same Canva template.
It’s why 99% of brands today are interchangeable.
It’s also why every campaign looks like it came from the same Canva template.
December 24, 2025 at 2:20 PM
We’ve built an entire industry on the delusion that creativity should be obedient, trackable, and predictable.
It’s why 99% of brands today are interchangeable.
It’s also why every campaign looks like it came from the same Canva template.
It’s why 99% of brands today are interchangeable.
It’s also why every campaign looks like it came from the same Canva template.
You can't scale you business via delegation.
The only way to scale is to create a team that's better than who you have today.
And that includes you.
The only way to scale is to create a team that's better than who you have today.
And that includes you.
December 22, 2025 at 11:24 AM
You can't scale you business via delegation.
The only way to scale is to create a team that's better than who you have today.
And that includes you.
The only way to scale is to create a team that's better than who you have today.
And that includes you.
Marketing fails when people who don't know what they're doing conflate ‘engagement’ for 'impact'.
Likes/reposts/comments/views don’t pay salaries. The game we're playing is "sales." Get used to it.
If a marketing action doesn’t drive commercial behavior, it’s just expensive art.
Likes/reposts/comments/views don’t pay salaries. The game we're playing is "sales." Get used to it.
If a marketing action doesn’t drive commercial behavior, it’s just expensive art.
December 18, 2025 at 10:21 AM
Marketing fails when people who don't know what they're doing conflate ‘engagement’ for 'impact'.
Likes/reposts/comments/views don’t pay salaries. The game we're playing is "sales." Get used to it.
If a marketing action doesn’t drive commercial behavior, it’s just expensive art.
Likes/reposts/comments/views don’t pay salaries. The game we're playing is "sales." Get used to it.
If a marketing action doesn’t drive commercial behavior, it’s just expensive art.
Before crafting any marketing message we should ask ourselves, "What is the desired emotional response I want the recipient to have from this?"
Defining this helps ensures our communication resonates and motivates action beyond simply the transfer of information.
Defining this helps ensures our communication resonates and motivates action beyond simply the transfer of information.
December 15, 2025 at 6:19 PM
Before crafting any marketing message we should ask ourselves, "What is the desired emotional response I want the recipient to have from this?"
Defining this helps ensures our communication resonates and motivates action beyond simply the transfer of information.
Defining this helps ensures our communication resonates and motivates action beyond simply the transfer of information.
Perhaps the reason so many in the marketing industry are pooping themselves about #AI taking their jobs, is because so much of the output of human marketers over the past 5+ years has been utter cr@p.
December 12, 2025 at 12:20 PM
Perhaps the reason so many in the marketing industry are pooping themselves about #AI taking their jobs, is because so much of the output of human marketers over the past 5+ years has been utter cr@p.
Cheap is often the most costly thing we can do.
December 10, 2025 at 8:22 PM
Cheap is often the most costly thing we can do.
Poorly-implemented AI is the clipart of the 21st century.
If your audience can tell your message has been created using AI tools, you've already lost their trust.
You're giving them signals about your business that you probably don't want them thinking.
If your audience can tell your message has been created using AI tools, you've already lost their trust.
You're giving them signals about your business that you probably don't want them thinking.
December 9, 2025 at 1:25 PM
Poorly-implemented AI is the clipart of the 21st century.
If your audience can tell your message has been created using AI tools, you've already lost their trust.
You're giving them signals about your business that you probably don't want them thinking.
If your audience can tell your message has been created using AI tools, you've already lost their trust.
You're giving them signals about your business that you probably don't want them thinking.
What drives more profit , increasing price by 10% or increasing sales by 50%?
50% seems obvious,. It’s a much bigger number, right?
But for brands with margins of 20% or less , you’d be better off maintaining or growing margin than pushing more sales.
50% seems obvious,. It’s a much bigger number, right?
But for brands with margins of 20% or less , you’d be better off maintaining or growing margin than pushing more sales.
December 4, 2025 at 3:23 PM
What drives more profit , increasing price by 10% or increasing sales by 50%?
50% seems obvious,. It’s a much bigger number, right?
But for brands with margins of 20% or less , you’d be better off maintaining or growing margin than pushing more sales.
50% seems obvious,. It’s a much bigger number, right?
But for brands with margins of 20% or less , you’d be better off maintaining or growing margin than pushing more sales.
Marketing problems:
• Messaging not landing.
• Ads not converting
• Content not getting engagement
Positioning problem:
• Prospects don't understand why you're different from others
If you fix positioning, marketing gets easier. If you ignore positioning, no amount of marketing will save you.
• Messaging not landing.
• Ads not converting
• Content not getting engagement
Positioning problem:
• Prospects don't understand why you're different from others
If you fix positioning, marketing gets easier. If you ignore positioning, no amount of marketing will save you.
December 1, 2025 at 12:20 PM
Marketing problems:
• Messaging not landing.
• Ads not converting
• Content not getting engagement
Positioning problem:
• Prospects don't understand why you're different from others
If you fix positioning, marketing gets easier. If you ignore positioning, no amount of marketing will save you.
• Messaging not landing.
• Ads not converting
• Content not getting engagement
Positioning problem:
• Prospects don't understand why you're different from others
If you fix positioning, marketing gets easier. If you ignore positioning, no amount of marketing will save you.
Be careful about making large marketing decisions based purely on insights from *existing* customers.
You're assuming future customers will buy for the same reasons.
But if that were the case, why aren't they buying already?
You're assuming future customers will buy for the same reasons.
But if that were the case, why aren't they buying already?
November 28, 2025 at 10:11 AM
Be careful about making large marketing decisions based purely on insights from *existing* customers.
You're assuming future customers will buy for the same reasons.
But if that were the case, why aren't they buying already?
You're assuming future customers will buy for the same reasons.
But if that were the case, why aren't they buying already?
The challenge of marketing is to come up with ways to make our "differentiated value" obvious to buyers that care a lot about it.
If what you’re selling has no real differentiated value, that’s not a marketing problem.
If what you’re selling has no real differentiated value, that’s not a marketing problem.
November 24, 2025 at 8:17 PM
The challenge of marketing is to come up with ways to make our "differentiated value" obvious to buyers that care a lot about it.
If what you’re selling has no real differentiated value, that’s not a marketing problem.
If what you’re selling has no real differentiated value, that’s not a marketing problem.
Humans don’t behave like data points. We behave like humans.
AI still hasn’t figured that out. It can track what we do, but not why we do it.
It maps behavior, but not meaning.
Until these two worlds understand each other, we’ll keep building systems that don’t understand what makes us human.
AI still hasn’t figured that out. It can track what we do, but not why we do it.
It maps behavior, but not meaning.
Until these two worlds understand each other, we’ll keep building systems that don’t understand what makes us human.
November 19, 2025 at 12:20 PM
Humans don’t behave like data points. We behave like humans.
AI still hasn’t figured that out. It can track what we do, but not why we do it.
It maps behavior, but not meaning.
Until these two worlds understand each other, we’ll keep building systems that don’t understand what makes us human.
AI still hasn’t figured that out. It can track what we do, but not why we do it.
It maps behavior, but not meaning.
Until these two worlds understand each other, we’ll keep building systems that don’t understand what makes us human.
If the only time I receive marketing from your brand is during #blackfriday, you clearly haven't got a clue what marketing actually is.
November 18, 2025 at 10:41 AM
If the only time I receive marketing from your brand is during #blackfriday, you clearly haven't got a clue what marketing actually is.
If you're in any kind of sales role and you can't cold call, you're not a salesperson. You're an order-taker.
You're simply fulfilling the request of the customer.
Not only is that not sales. It's something that can be automated – so you're going to be out of a job soon.
Learn how to sell.
You're simply fulfilling the request of the customer.
Not only is that not sales. It's something that can be automated – so you're going to be out of a job soon.
Learn how to sell.
November 14, 2025 at 3:23 PM
If you're in any kind of sales role and you can't cold call, you're not a salesperson. You're an order-taker.
You're simply fulfilling the request of the customer.
Not only is that not sales. It's something that can be automated – so you're going to be out of a job soon.
Learn how to sell.
You're simply fulfilling the request of the customer.
Not only is that not sales. It's something that can be automated – so you're going to be out of a job soon.
Learn how to sell.
Hiring an AI expert to fix your business is like hiring an arsonist to fix your house.
November 14, 2025 at 12:49 PM
Hiring an AI expert to fix your business is like hiring an arsonist to fix your house.
"Fractional" = "unemployed", or on a zero-hours contract.
November 14, 2025 at 6:34 AM
"Fractional" = "unemployed", or on a zero-hours contract.
It's hard to read the label when you're inside the bottle.
November 12, 2025 at 4:27 PM
It's hard to read the label when you're inside the bottle.
“The present moment is experienced as an anticipated memory.”
~ Daniel Kahneman
People rarely pursue what feels good now. They pursue what will feel good to remember later.
~ Daniel Kahneman
People rarely pursue what feels good now. They pursue what will feel good to remember later.
November 10, 2025 at 12:20 PM
“The present moment is experienced as an anticipated memory.”
~ Daniel Kahneman
People rarely pursue what feels good now. They pursue what will feel good to remember later.
~ Daniel Kahneman
People rarely pursue what feels good now. They pursue what will feel good to remember later.
Most marketing doesn’t fail because it’s bad. It fails because it’s forgotten.
Brands grow by building and refreshing mental availability – i.e. the ease with which they come to mind at the point of need.
Distinctive brand assets aren’t decoration. They’re shortcuts to creating recollection.
Brands grow by building and refreshing mental availability – i.e. the ease with which they come to mind at the point of need.
Distinctive brand assets aren’t decoration. They’re shortcuts to creating recollection.
November 7, 2025 at 10:21 AM
Most marketing doesn’t fail because it’s bad. It fails because it’s forgotten.
Brands grow by building and refreshing mental availability – i.e. the ease with which they come to mind at the point of need.
Distinctive brand assets aren’t decoration. They’re shortcuts to creating recollection.
Brands grow by building and refreshing mental availability – i.e. the ease with which they come to mind at the point of need.
Distinctive brand assets aren’t decoration. They’re shortcuts to creating recollection.